Coty launches a new Gucci fragrance that is made entirely from carbon-captured alcohol.
Available from April 2023, Where My Heart Beats Eau de Parfum is the most recent fragrance in Gucci’s The Alchemist’s Garden collection.
This is the first globally distributed fragrance that is made entirely from carbon-captured alcohol, as opposed to traditional agricultural-origin ethanol. The usual process involves the growth of sugar cane and sugar beet that need large amounts of land, water, and fertilisers for production. Through electrolysis, carbon is captured and cleaned before being made into ethanol through fermentation. With the recapturing of carbon, typical sources of emission like solid organic waste can be repurposed for use in cosmetics or fragrance.
The production and consumption of a 100% carbon-captured alcohol points the arrow in the direction of sustainability and environmental consciousness, even for high-end brands.
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